In Seth Godin’s Fiddleheads post, he raises an excellent point about developing a market. In his analogy, he points out that in any marketplace, say a Farmers Market, each booth owner is thinking that they’d do better if they were the only booth of their kind in the market. This feeling is echoed, Seth says, pretty much anywhere, but “this reasoning is fallacious”.
No doubt, bloggers often feel the same way, but I think that if there are more than two blogs on a topic, that’s actually a good thing for everyone. In a similar but different situation, a blog with multiple writers is arguably going to do better than most blogs with just one writer.
There are many examples of this, including most of the Weblogs, Inc blogs. My own writing has recently started appearing on other people’s blogs by request, and on one website, I’m getting several hundred pageviews per post. In just a day or two. None of my blogs have individually received as many pageviews in a single day or two, despite writing my ass off for 11 months now – and even though I publish the same type of writing and topics on my own blogs.
Why is that? I think it’s pretty simple to answer. When there is more than one writer, there’s something for everyone. There is more fresh content daily, and variety. And when writers on one weblog inter-link to each other’s posts, it’s an invitation for their loyal readers to read the other writers. A synergy is built up. But if a weblog only has one writer, the success of it depends solely on the cult of personality that that writer can build up, regardless of what they are writing about and how often.
As much as it might sting, there aren’t many writers who can achieve this cult of personality. A FEW good examples of such types of writers – in no particular order – are Darren Rowse, Seth Godin, Robert Scoble, Steve Rubel, Brian Clark, Yaro Starak, Steve Pavlina, Debbie Weil, and Guy Kawasaki.
The moral, for most bloggers, is that synergy is a good thing, but it is possible to be a successful soloist. You’ll note that every one of the above writers have regularly have something of value to tell their regular readers.
Know of any other solo bloggers who you think are developing their own cult of personality with their insightful writing?